Wearables have become more pervasive among mainstream audiences, and with Apple scheduled to release additional information this week about its much anticipated iWatch, the wearable will become important not only among a new set of users but also among advertisers.

Apple’s announcement will likely include a release date for the iWatch, and a slew of new users will follow. Plus, a new screen is to be introduced. And if the second-screen experience causes a shift in the ways users experience content, it would be equally monumental—but different in its impact.